• Journal of Service Research and Studies
• /
• v.3 no.1
• /
• pp.17-31
• /
• 2013

With the advent of smart phones, there are increasing demands from customers to connect to the social media services at any time and at any place without restraint. As a result, many foreign companies have lately been able to pursue two-way communication with customers through social media which has enabled them to see the reaction and the needs of customers immediately and respond timely. That is, they are actively engaged in the various marketing activities targeting customers using SNS. According to H. A. Simon's needle theory, it is efficient to make a decision within the bounded rationality due to the difficulty of collecting data in decision-making as well as the inability to collect all information because of limited time and money. If the information or the informant can be trusted, the customers would be able to make a quick decision and get higher satisfaction from it. Therefore, this study examines and thereby empirically demonstrates what role customers' trust plays in a company's marketing using SNS by exploring how trust condition works in the mediated model and, theoretically, intends to introduce an empirical methodology on more strictly mediated moderating effects and, in practice, revisit the role of trust on direct and indirect effect the SNS's quality has on the performance variables such as customer satisfaction and loyalty. This study thereby aims to provide a strategic tool for the companies that plan to use the SNS in developing marketing strategies.

• Journal of Distribution Science
• /
• v.12 no.6
• /
• pp.67-79
• /
• 2014

Purpose - This study aims to accomplish three major research goals. First, it strives to change consumers' focus from peripheral routes to a central route of public service advertising related to the good health policy, without problematic effects, by influencing consumers' knowledge or involvement. Second, this study examines the elaboration likelihood model (ELM) and construal level theory (CLT). Specifically, we consider that the central route of ELM might correspond with the focal goal of CLT. Third, this study analyzes ELM through CLT. That is, ELM predicted that low involvement would take the peripheral route, and high involvement would take the central route. Research design, data, and methodology - This study consisted of three experiments. The first experiment had a 2×2 between-subject design. The subjects were university students and the research period was approximately one year. The first independent variable was the involvement of the overweight issue; this variable was measured and split by the median. The second independent variable was the temporal distance (near vs. distant future); this variable was manipulated. The second experiment also had a 2×2 between-subject design. The first variable was the involvement of cervical adenocarcinoma prevention, and was considered already manipulated by sex. Specifically, males had a low involvement of the disease, but females had high involvement. The second independent variable was priming (power vs. submissive). Power priming would induce abstract thinking, but submissive priming would take concrete processing. The third experiment had a 2×2×2 between-subject design. The first variable was cognitive depletion, and was manipulated by memorizing 9-digit numbers. The second and third independent variables were involvement and abstract thinking induction, such as prior experiments. Data were collected through questionnaires, and were analyzed by an SPSS program. Major hypotheses were tested by examining the interaction effects through ANOVA. Results - Major findings are as follows. First, even for low-involved consumers in the overweight category, distant future manipulation induced them to focus not on the peripheral route but on the central route of the public service advertisement. This result does not correspond to the typical ELM prediction. Second, under power priming, low-involved males of the cervical adenocarcinoma category focused on the peripheral route because of the induction to abstract thinking. This result replicated the first experiment, and confirmed the theoretical robustness. Third, high-involved females focused not on the central but on the peripheral route under the mixed condition of cognitive depletion and near future manipulation. Depletion consumed cognitive resources, and the processing mode of consumers changed from systematic to heuristic. Conclusions - ELM needs to be complemented through CLT in context of public service good health advertising. Specifically, the involvement of ELM may impact consumers' thinking mode (abstract vs. concrete), and the interaction effects may influence consumers' focus on advertising (central vs. peripheral route). This study's limitations were bounded subjects, limited stimuli, and somewhat weak external validity.

• Journal of Institute of Control, Robotics and Systems
• /
• v.16 no.10
• /
• pp.1018-1023
• /
• 2010

The CAN (Controller Area Network) system is the most dominant protocol for in-vehicle networking system because it provides bounded transmission delay among ECUs (Electronic Control Units) at data rates between 125Kbps and 1Mbps. And, many automotive companies have chosen the CAN protocol for their in-vehicle networking system such as chassis network system because of its excellent communication characteristics. However, the increasing number of ECUs and the need for more intelligent functions such as ADASs (Advanced Driver Assistance Systems) or IVISs (In-Vehicle Information Systems) require a network with more network capacity and the real-time QoS (Quality-of-Service). As one approach to enhancing the network capacity of a CAN system, this paper introduces a CAN system with dual communication channel. And, this paper presents a distributed message allocation method that allocates messages to the more appropriate channel using forecast traffic of each channel. Finally, an experimental testbed using commercial off-the-shelf microcontrollers with two CAN protocol controllers was used to demonstrate the feasibility of the CAN system with dual communication channel using the distributed message allocation method.

• The Transactions of The Korean Institute of Electrical Engineers
• /
• v.60 no.1
• /
• pp.205-213
• /
• 2011

The Long Term Evolution (LTE) system is designed to provide a high quality data service for fast moving mobile users. It is based on the Orthogonal Frequency Division Multiplexing (OFDM) and relies its channel estimation on the training samples which are systematically built within the transmitting data. Either a preamble or a lattice type is used for the distribution of training samples and the latter suits better for the multipath fading channel environment whose channel frequency response (CFR) fluctuates rapidly with time. In the lattice-type structure, the estimation of the CFR makes use of the least squares estimate (LSE) for each pilot samples, followed by an interpolation both in time-and in frequency-domain to fill up the channel estimates for subcarriers corresponding to data samples. All interpolation schemes should rely on the pilot estimates only, and thus, their performances are bounded by the quality of pilot estimates. However, the additive noise give rise to high fluctuation on the pilot estimates, especially in a communication environment with low signal-to-noise ratio. These high fluctuations could be monitored in the alternating high values of the first forward differences (FFD) between pilot estimates. In this paper, we analyzed statistically those FFD values and propose a postprocessing algorithm to suppress high fluctuations in the noisy pilot estimates. The proposed method is based on a localized adaptive moving-average filtering. The performance of the proposed technique is verified on a multipath environment suggested on a 3GPP LTE specification. It is shown that the mean-squared error (MSE) between the actual CFR and pilot estimates could be reduced up to 68% from the noisy pilot estimates.

• The Transactions of the Korea Information Processing Society
• /
• v.4 no.11
• /
• pp.2822-2831
• /
• 1997

A B-ISDN network based on ATM must support several kinds of transport services with different traffic characteristics and service requirements. There is neither link-by-link flow control nor error control in the ATM layer. For different services, different flow/error controls could be performed at the AAL layer or at a higher Iayer(e.g. transport layer). In traditional data networks, the window now control mechanism combined with error control was used prevalently. But, the window flow control mechanism might be useless in ATM networks because the propagation delay is too large compared with the transmission rate. In this paper, we propose a simple flow control mechanism, called RCT(Rate Control for end-to-end Transport), for end-to-end data transport. The RCT shows acceptable performance when the average overload period is bounded by a certain time.

• The Journal of The Korea Institute of Intelligent Transport Systems
• /
• v.18 no.3
• /
• pp.14-33
• /
• 2019

MaaS, which provides all-in-one service for comfort mobility for customers, has been popularly researched and developed mainly in Europe. Even in Korea, the research on MaaS is also carried out which is fit to the mobility environment and needs of Korea. Korea Land & Housing Corporation(LH) also carries out research on MaaS called 'Integrated Mobility' for the residents living in LH public apartments. This study categorised the around 800 public apartments into 12 groups based on 3 key characteristics, then analysed the preference on shared-transport services by the residents of representing apartments for the each group using C&RT method. The results show that the preference on shared-transport services such as car-sharing and ride-sharing (carpool) were higher in the apartments which are located in medium or small cities or lived by the more handicapped resident groups in mobility such as the elderly. The study suggests the method to analysis the relationship between residents' preference on shared transport services and bounded ertain areas such as apartments or districts and then to introduce shared transport service fit to target areas.

• Journal of Intelligence and Information Systems
• /
• v.17 no.4
• /
• pp.131-142
• /
• 2011

In recent years, Social Network Service, which is defined as a web-based service that allows an individual to construct a public or a semi-public profile within a bounded system, articulates a list of other users with whom they share connections, and traverses their list of connections. For example, Facebook and Twitter are the representative sites of Social Network Service, and these sites are the big issue in the world. A lot of people use Social Network Services to connect and maintain social relationship. Recently the users of Social Network Services have increased dramatically. Accordingly, many organizations become interested in Social Network Services as means of marketing, media, communication with their customers, and so on, because social network services can offer a variety of benefits to organizations such as companies and associations. In other words, organizations can use Social Network Services to respond rapidly to various user's behaviors because Social Network Services can make it possible to communicate between the users more easily and faster. And marketing cost of the Social Network Service is lower than that of existing tools such as broadcasts, news papers, and direct mails. In addition, Social network Services are growing in market place. So, the organizations such as companies and associations can acquire potential customers for the future. However, organizations uniformly communicate with users through Social Network Service without consideration of the characteristics of the networks although networks have different effects on information deliveries. For example, members' cohesion in an offline communication is higher than that in an online communication because the members of the offline communication are very close. that is, the network of the offline communication has a strong tie. Accordingly, information delivery is fast in the network of the offline communication. In this study, we compose two networks which have different characteristic of communication in Twitter. First network is constructed with data based on an offline communication such as friend, family, senior and junior in school. Second network is constructed with randomly selected data from users who want to associate with friends in online. Each network size is 250 people who divide with three groups. The first group is an ego which means a person in the center of the network. The second group is the ego's followers. The last group is composed of the ego's follower's followers. We compare the networks through social network analysis and follower's reaction analysis. We investigate density and centrality to analyze the characteristic of each network. And we analyze the follower's reactions such as replies and retweets to find differences of information delivery in each network. Our experiment results indicate that density and centrality of the offline communicationbased network are higher than those of the online-based network. Also the number of replies are larger than that of retweets in the offline communication-based network. On the other hand, the number of retweets are larger than that of replies in the online based network. We identified that the effect of information delivery in the offline communication-based network was different from those in the online communication-based network through experiments. So, you configure the appropriate network types considering the characteristics of the network if you want to use social network as an effective marketing tool.

• The Journal of the Korea Contents Association
• /
• v.10 no.9
• /
• pp.68-78
• /
• 2010

As the IP multicast function is very slowly deployed in Internet due to its scalability problem and inter-domain interoperability problem, interest in the P2P(Peer-to-Peer) streaming technologies for the realtime multimedia multicast applications such as IPTV is highly growing. This paper proposes a P2P streaming method for the QoS-sensitive multimedia multicast applications such as highly-interactive personal IPTV and video conferences. The proposed P2P streaming method allows an application to construct a reliable streaming tree in which a proper number of backup peers are placed according to its reliability requirement. The reliable streaming tree reduces the reconnection delay, occurred in the case of a normal and/or abnormal peer leave, so as to minimize the loss of streaming data. In the proposed P2P streaming method, the join delay of a peer called startup delay is also substantially reduced because the bandwidth and end-to-end delay information of every peer kept in a distributed way allows the target peer for a joining peer to be able to be quickly determined. Moreover, the proposed method's peer admission control mechanism based on the bandwidth and end-to-end delay enables the delay-bounded streaming services to be provided for its corresponding applications.